Analyze Of Marketing Channel For Fast Moving Consumer Goods Based On Grounded Theory

FMCG,is the first letter of Fast Moving Consumer Goods acronym refers to those short life,consumption,consumers need to constantly repeat purchase products,involving food industry,beverages,cosmetics,cleaning supplies,Which in FMCG,food is the most relevant in people's daily life.Other industries is hard to compare with the breadth of the FMCG customer base,the customer distribution and consumption habits result the differences in complexity and diversity of the value of transferring systems;and its marketing management has singular importance in the Chinese market.However,the fast moving consumer goods for the domestic food industry,especially the study,most only remain in the how to maximize profits at the lower entry barriers relatively high profits of FMCG industry,or simply using Porter's five forces,etc already mature ?tool? to analysis the brand and the market,and not specifically to make clear for the FMCG industry " diagnosis." No more practical significance for FMCG companies face the ever-changing market,I personally think.For the above,on the basis of domestic and foreign research status on development related topics,focusing on research work carried out at several aspects.First of all,summarized and on Grounded Theory and fast moving consumer goods marketing,research development,in line with China's national conditions and learn where the domestic fast moving consumer goods marketing ideas,methods,and analyzed from a practical point of view,fine-tuning,reorganization.Secondly,on the basis of presentation and grounded theory on fast moving consumer goods marketing strategy,discussed in detail the relationship between the two,will combine theory and practical application,grasping the "pain points" grounded theory combining Internet thinking,big data analytics,and ultimately to identify problem solving "medicine" the most "local" approach interpretation.After the summary of the work done by this paper,theoretical research,and further study of this topic with my personal assume.Finally,base on the professional catering unit Nestle marketing strategy in Tianjin,for example,according to recent changes in the actual sales figures,internal analysis of external factors for the company so that the FMCG industry in the domestic development of the impact,and then identify problems,analysis of the problem,before the final results of the use of research and analysis to solve the bottleneck of development.Based on fast moving consumer goods marketing channel grounded theory analysis,and evaluate and prospect development Nestle professional catering unit after detailed discussion.